Packaged for awards success

Packaged for awards success

Packaging Gazette talks to Pete Booth, Principle Consultant and Director at Tin Horse, ahead of this year’s awards season…

The Starpack and Worldstar Awards deadlines are important dates in the packaging industry calendar. They inspire, encourage healthy competition and address important changes in design.In the past year, design consultancy Tin Horse has swept the board. Their entry, Kleenex ‘Slim’ pack, is a compressed cube, designed for easier storage and transportation, to be better for the environment and refined for versatility in home. The package (pictured) is also optimised for retailer shelf efficiency, simplified opening, stock identification and disposal. As the Starpack entries open for 2014, Packaging Gazette catches up with Pete Booth, Principle Consultant and Director at Tin Horse. 


Pete says, “Competitions like WorldStar are highly important, they allow great work to be acknowledged, they provide the industry with a benchmark of excellence and quality and they offer students a view of the work they can aspire to.”


He knows his stuff, this year Tin Horse will be presented with a 2014 Worldstar Award for their Kleenex ‘Slim’, having won an Excellence Award in the Starpack Industry Awards in 2013. The pack has seriously green credentials and it’s getting noticed. 


“The design was inspired by uncovering a fundamental human truth – if tissues are to be useful, they must be to hand. Sleek and discreet packs are much easier to place in the home,” explains Pete. 


The WordStar Awards are a prestigious global awards scheme and in 2014, of the 14 UK entries, 13 were awarded prizes. To be eligible, entrants must have won another packaging award, meaning only the highest profile packaging industry experts make the cut. 


Packaging design cannot be based on one single factor, Pete says, “It must be multi-winning. It needs to benefit all stakeholders from the consumer, to the shopper, to the retailer, the environment and ultimately, to the business. This approach is something to focus on in order to deliver lasting innovation success.”


The Starpack Awards, and in turn the Worldstar Awards, work hard to uncover talent and emerging trends in the packaging industry, Pete believes that something to look out for in future entries is uptieiring and more agile approaches to design.


Pete explains, “[uptiering] is about innovating successfully for the emerging markets. With an expected population explosion and huge growth potential in emerging markets, innovating for success in these markets will be critical. However, designing for these markets is not necessarily about squeezing cost out, but instead design and innovation needs to be culturally relevant, value appropriate and technically pertinent. We are also seeing the need to be agile in our design approach. Within business structures that may be constrained by their assets, how do you drive innovation, in agile way, in order to make it happen?  In an uncertain world, where things can change dramatically and quickly, this agile approach is becoming increasingly relevant.”


Does he have any advice for people entering this year’s Starpack and Worldstar Awards? Pete says, “It’s not just about being functional and meeting a specific need – the job of packaging design needs to be about bringing brand experiences to life. 


The Starpack Awards are open for entry, visit 

For more information on Worldstar, visit



Stephanie Cornwall
Stephanie Cornwall